Tui courts budget carriers to ramp up dynamic packaging

Ebel said the UK was a particular focus for dynamic packaging as the market lagged behind others such as Germany.

“Germany started in 2015, the UK has started very late, unfortunately. Therefore the improvement will be significant in the UK," he told reporters on Tuesday (13 February)

Dynamic packaging will play a key role as Tui moves to reassert itself in the UK and close the gap between itself and UK market leader Jet2.com and Jet2holidays.

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Ebel said he saw “a lot of opportunities to improve our position” in the UK market. “There is a gap between the performance of a competitor and us and we want to close this gap,” he added.

“The potential is significant, dynamic packaging is doing very well and the app sales are developing outstandingly well.”

Overall, Tui’s total dynamic package sales rose 24% year-on-year in the first quarter to 600,000, with app sales comprising 6.6% of all Tui sales.

Tui will use its new technology to press into more markets. "We want to bring Tui into the world; to build a global company, as we see markets that are even more attractive than central Europe," Ebel said.

He named Poland and Czechia (Czech Republic) as emerging markets for Tui and said the brand had started to grow in Spain and Portugal.

“We will go to Italy and South and North America and to Asia; there is a lot to come,” he said.

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